Exploring Customer Loyalty from Symmetric and Asymmetric Data Analysis

Autor: WEN, TZU-YI, 温子儀
Rok vydání: 2019
Druh dokumentu: 學位論文 ; thesis
Popis: 107
This study aims to compare the cause of customer loyalty from symmetric and asymmetric data analysis. Specifically, the symmetric data analysis focuses on exploring influences of service quality and brand attitude on customer satisfaction and customer loyalty. The asymmetric data analysis regards service quality, brand attitude, and customer satisfaction as antecedent variable, and analyzes sufficient conditions that result in high customer loyalty. Consequently, the research uses the questionnaire survey to collect empirical data, according to have purchase or consume experience of consumers, or customers as the main research object, and the subject purchase or consume the experience of the deepest impression in the past, as the basis for the content of the entry. Multivariate analysis is mainly employs descriptive statistical analysis, factor analysis, reliability analysis, structural equation modeling, and fuzzy set/qualitative comparative analysis. Results of symmetric data analysis methods indicate that both service quality and brand attitude can improve customer loyalty and customer satisfaction, and customer satisfaction can be further to promote customer loyalty. In addition, the results of the research on asymmetric data analysis methods show that there are four sufficient conditions that lead to high customer loyalty based on the research facets or their common factors as antecedent variable. For example, one sufficient conditions is low brand attitude and high service quality. This study shows that if a company or a decision manager can't improve the level of consumer evaluation of the brand in the short term, it can also achieve the purpose of creating a high level of customer loyalty by improving the customer's evaluation level of service quality.
Databáze: Networked Digital Library of Theses & Dissertations
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